Working with The Feds (thefeds.com.au) we were approached by the ABC to create a specific web tool for users to create their own TVC’s using the content supplied on the site. The user selects and edits footage, sound, then adds there own tag line and it’s completed all within the website.

After weeks of research, development, creation and testing rounds the current tool was then integrated into the existing site and launched prior to the screening of the first show. The result surpassed even the ABC’s expectations with 1000 remixed videos uploaded in the first few days.

The first of the viewer-generated ads was screened on the 3rd episode of The Gruen Transfer and immediately had a significant increase in the website usage. As people began trying to out do each other the content also became clever and funnier as days went on. The show now continues to include the user content on every episode.

The show’s website (www.abc.net.au/gruentransfer) has been breaking records and attracting massive attention with user-generated video mashups. Over 11,000 mock ads have been produced by viewers using the Ad Remix Tool, and the site has attracted over a million views since the show premiered.

Arul Baskaran, Executive Producer of ABC-TV Multiplatform, who commissioned the Ad Remix Tool said;

“The web is changing the way viewers engage with TV. The video mashups success is fantastic and a perfect extension of the show’s exploration of advertising.”

The project was a first for Australian television and it elevated the viewers experience with the TV show and extended their involvement with the show beyond the usual 30 minutes a week.